Every day new channels are invented hence the need to constantly find ways to connect with the target audience and also to measure the effectiveness of these connections. In the ocean of advertising platforms, Microsoft Advertising (formerly known as Bing Ads) is showing itself as a strong ally to those companies who wish to exploit the online domain and generate more leads and sales.
Microsoft Advertising is a Pay Per Click (PPC) advertising platform that enables businesses to run their ads on the Microsoft Search Network, which consists of well-known search engines such as Bing, Yahoo, and AOL and partner sites and apps. The Microsoft Search Network has millions of monthly active users, offering advertisers a huge and highly active audience.
The basic principle of Microsoft Advertising is like other PPC platforms such as Google Ads. The advertisers produce text-based ads that are shown to users when they search for certain keywords or phrases that are relevant to the advertiser’s products or services. These ads are displayed beside organic search results, and the advertisers only pay when a user clicks on their ad, which is why these ads are known as “pay-per-click” ads.
Microsoft Advertising is based on an auction system that means different advertisers will bid of particular keywords that they want their advertisements to appear on. The ad rank and visibility are determined by the bid along with the ad’s quality score, which is based on various characteristics including relevance, landing page experience, and historical performance.
When compared to other major ad platforms like Google Ads, Microsoft Advertising usually has a lower cost-per-click (CPC) rate, making it a budget-friendly option for businesses of all sizes.
A unique audience, professionals, decision-makers, and affluent affiliates, is pulled by the Microsoft Search Network. This audience segment is of special importance to B2B companies and high-end consumer products.
When you include Microsoft Advertising as part of your comprehensive marketing plan you will be able to spread your advertising efforts and reach out to potential clients who may be under-represented on other sites.
Most businesses concentrate their PPC efforts on Google Ads only, however, using Microsoft Advertising can give you a competitive edge by enabling you to gather valuable traffic and leads that your competitors might miss.
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